Recently, I had a conversion with a friend who has been in Traditional media for over 20 years.
Our discussion got a bit heated about how traditional is no longer as relevant as it was five years ago. Frequency is no longer the best format in traditional. The dollars are wasted, why? Because, no one is watching or listening anymore at 5 o’clock or on broadcast time, we are all too busy getting content from our phones.
Face it we now use our phones to pay bills, check balances, order pizza, play music, check up on family and friends through social media, communicate with emails, text and in some cases use the actual phone to make a real call to someone. We have moved quickly and quietly to a device that has hundreds of platforms out there we use every day.
To prove my point, I’m writing this blog on my iPhone right now using an app and listening to music at the same time while am waiting to get a haircut, Convenience!
Being able to reach an audience on these devices have become a difficult task.
My friend’s argument was that people don’t click on ads. “Ok, you got me there, cause I don’t either.” I don’t click on random ads, but when the ads are relevant or interesting TO ME, the chances have gotten much higher. It’s not about flooding a user with ads. Targeting audiences on the most personal device they own take a lot more planning, A/B testing, creative and optimizing.
Consumers move quickly from platform to platform, regardless of the news of companies like Facebook selling your data to advertisers (as if you didn’t already know, nothing is free and your data is currency). Consumers want instant gratification (there’s an app for that) and what better device than mobile.
Now, I am not advocating for brands to completely remove traditional from their marketing strategy, but the amount they spend on traditional shouldn’t be the same or more. If brands have not shifted budgets over to digital, they are going to come in last in this digital marathon, and trust me you don’t want to cross the finish-line or check that box off.
So my rebuttal was Programmatic creates that same kind of traditional gratification but in a digital format, focusing on mobile devices should be your #1 push.
Food for thought…